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Step 1
Update the media regularly on successes within your company, especially those that are part of a response to past problems. You will be able to rebuild your organization's status if you can convincingly demonstrate that you're doing better.
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Step 2
Build good will with the media. Make your organization's spokesperson accessible and encourage him to communicate often with reporters and other members of the press.
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Step 3
Ensure that your organization is active in philanthropy, community-building or other positive projects, and make sure that information is released to the media.
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Step 4
Discuss how to answer questions from the media with your organization's members. While you may want to prevent the majority of them from talking to the media at all, it may be easier to train them to stick to a simple message.
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Step 5
Consider rebranding your organization if there are still extremely negative associations with its name after you attempt to rebuild positive PR. In some cases, it can be useful to change the logo or even the name of an organization to move on from a previous PR debacle.
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Step 6
Create a PR response plan. If you have a general plan of action that can be adapted to any new crisis, you can limit future PR problems as well as the need to rebuild again.
